Anheuser-Busch has flipped the marketing model on its head.

The beer, wine and spirits conglomerate had to quickly adapt to the closure of restaurants, sporting events and other venues during the coronavirus pandemic, while still staying top of mind, relevant and providing value to consumers. Doing so meant adopting a more locally nuanced approach rooted in real-time, cultural conversations.

“It’s about treating our consumers like people instead of targets,” said Anheuser-Busch CMO Marcel Marcondes. “It’s easier said than done, but it triggers a lot of meaningful changes inside an organization if you decide to work that way.”

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